Investigating brand equity elements of battlefield sites: a study of the Gallipoli centenary

Abstract

This paper presents an understanding of the association between consumers and Gallipoli as a commemorative site. Drawing on consumer behaviour related theories and the psychology of self-efficacy and personal values, it seeks to investigate the relationships between the various components of brand equity that influence consumer behaviour in order to derive an improved understanding of the perceived value of the Gallipoli commemoration as a brand. The use of a combined qualitative and quantitative approach underpins the development of a conceptual model, which will be tested empirically.